Farfetch tells us to 'Unfollow' with its first advertising campaign.← Back

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Image source - farfetch.com

Online luxury fashion platforms are increasingly making a mark, as companies such as Net-a-Porter or Yoox continue to grow and introduce new initiatives. One such a name is Farfetch, who recently launched a click-and-collect service and has just revealed its first ever advertising campaign.

Set up in 2008, the website encompasses both womenswear and menswear and is a composite of 300 designer boutiques from across the world which have been bought together as an online platform.

Image source - Farfetch.com

The campaign consists of a series called ‘Unfollow’, which was shot by photographer Charlie Engman in Cape Town. It depicts models shot from the back, putting the focus fully on the clothes but without brandishing a label. The campaign’s slogan reads “300 Boutiques. 1 Address”, summing up the brand’s philosophy of bringing together some of fashion’s most exciting names under one roof. “While the dominant fashion retailers dictate trends to the crowd, and while most consumers of fashion approach it as a race to conform, Farfetch offers access to fashion on one’s own terms, emboldening our customers to express their individuality. This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves,” commented Farfetch CMO Stephanie Horton.

The campaign is to launch in March 2015 as a digital campaign as well as appearing in a number of print magazines in the US and UK. This marks a first for the e-tailer as it makes a foray into advertising, and comes at a time when the brand is in full growth with plans to expand further on an international level.